LSPR CC04 s19 Draft PDF

Course : Crisis Communication (1509CC04)
elearning.lspr.edu
Master of Arts in Communication : Corporate Communication Studies
LSPR eLearning Program
Session Topic : Good Crisis Communications

Course: Crisis Communication
By Syafiq B. Assegaff, MA, MD, CBM, IAPR
Content
Part 1
Principles
Part 2
Effectiveness
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Part1: Principles
Crisis: James Grunigs Advice
Good Crisis Communications starts away before an

incident occurs.
1. Communication with publics before decisions are,
made is most effective in resolving issues &
crises because
it helps managers to make decisions that are
less likely to produce consequences
that publics make into issues & crises.
2. If a public relations staff,
does not communicate with its publics until an
issue or crisis occurs,
the chance of resolving the conflict is slim.
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James E. Grunig
Professor Emeritus Dept.
Communication at Univ.
of Maryland.
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Crisis: Grunigs 4 Principles
4 Principles of Crisis Communications - Grunig
The
1. Relationship Principle
An organization can withstand both issues & crisis better,
if they have established good, long-term relationships with publics
who are at risk from decision & behaviors of the organization.
2. Accountability Principle
Organizations should accept responsibility for
a crisis even if it was not their fault.
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Crisis: Grunigs 4 Principles (Cont.)
3. Disclosure Principle
At the time of a crisis, an organization must disclose all that it
knows about the crisis or problem involved.
If it does not know what happened, then it must promise full
disclosure once it has additional information.
4. Symmetrical Communication Principle
At the time of a crisis, an organization must consider the public
interest to be at least as important as its own.
Public Safety, for example, is at least as important as profits.
Therefore the organization has no choice other than to engage in
true dialogue with publics &
to practice socially responsible behavior when a crisis occurs.
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Crisis: Audiences
Listening to Your Audiences

a. To make sure you are doing all you can to avoid a crisis, you
need to always be listening carefully to your audiences.
b.
What are the issues that are surfacing in chat rooms ?

In news groups ?
And in the media ?
How are employees, vendors, & the community responding to
your messages ?
These questions can easily be answered through
regular surveys & content analysis of the media (print,
electronic & the internet.)
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Crisis: Audiences (Cont.)
Q: How do you know how well you are doing under fire ?
A:
a. But sometimes all the listening in the world cant prevent the
unavoidable accident, or the simple twist of fate.
b. Through no fault of your own, the TV cameras are at your
doorstep & the spotlight is upon you.
c. Your crisis communications plan kicks into effect, your key
messages are delivered, the emergency web site is live.
d. So assuming that your organization has followed all the rules,
how do you know how well youre doing under fire.
How effective ?
See next slides.
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Crisis: 3 Elements
3 Elements to Measure Your Effectiveness During A Crisis

1. Measuring outputs & the effectiveness of your process:
Hour by hour, or day by day monitoring of the media to determine if
your key messages are being communicated & to whom.
2. Measuring impact:
Determining if the messages are having the desired effect,
if they are being believed, & if theyre swaying public opinion.
3. Measuring outcomes:
In the long run, did the crisis impact your reputation, customers intent to
purchase ?
Employee turnover ?
Shareholder confidence ?
Which type of measurement you select should be driven by your internal

needs for better decision making tools.
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Part2: Effectiveness
Crisis: Effectiveness
Checking Effectiveness
1. If crisis is on-going, & you need,
to make decisions hourly or daily as to what to say or not say,
monitoring will be essential.
You should schedule delivery of such a monitoring report in plenty of
time to allow you to craft & refine the key messages
you need to be communicating.
2. A monitoring report typically examines print, television, radio, internet
news groups & chat rooms to:
a. Determine what is being said,
b. How the organization is being positioned, &
c. What messages are being delivered.
3. Sometimes, the ultimate measure isnt the content, but the sheer volume
of crisis coverage.
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Crisis: Effectiveness (Cont.)
4. The following charts track the volume of clips over the first few weeks
after a crisis has broken for several well-known crises.
5. On the left axis I is the number of impressions in millions made the first
day the news story broke.
The chart then plots the number of impressions made each week over
the next few weeks.
As you can see, sometimes the volume of coverage goes up after the
crisis breaks & sometimes it goes down. Thats the difference between
well-managed crises & poorly handled ones.
6. A well managed crisis,
gets all the bad news over with up front by aggressively dealing with a
problem.
A poorly handled one, can drag on for months, as you can see by the
following charts:
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Crisis: Intel Pentium Shake
In the infamous case of Intel Pentium,

Intel long denied its existence until camera crews showed up on their door
step.
The resulting coverage went on for months.
Mea Culpa = Own The Problem
The Pentium Flow
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Crisis: Levis Novel Approach
In the case of Levis first-ever layoffs,

the company took a novel approach, simultaneously announcing grants to all
the communities affected by the layoffs.
As a result, their coverage spiked the first week, & steadily decreased
after that.
Actions Speak Louder than

Words: Levi Strauss closed 11
plants & laid off 6,395 workers.
Story broke & news of Levis
USD200million employee
benefits package & USD8million
grant to local communities
affected by the closings, showed
Levi cares for its workers
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Crisis: Initial Response
Initial Crisis Response Best Practices

Be
1. quick & try to have initial response within the first hour.
2. accurate by carefully checking all facts.
3. consistent by keeping spokespeople informed of
a. crisis events &
b. key message points.
4. ready to provide stress & trauma counseling to victims of the crisis & their
families, including employees.
5. Make public safety the number one priority.
6. Use all of the available communication channels including the social media,
websites, intranet, & mass notification systems.
7. Provide some expression of concern/sympathy for victims.
8. Remember to include employees in the initial response.
Source: Coombs, http://www.instituteforpr.org/crisis-managementcommunications/

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Crisis: Coombs
Watch longer version of Dr. Coombs video !

Dr. W. Timothy Coombs, University of Central
Florida
"Situational Crisis Communication Theory"
November 21, 2013 (25 minutes)
https://www.youtube.com/watch?v=2EOZPGdmbQ0
W. Timothy Coombs
Ph.D
Professor, AdvertisingPublic Relations at the
Univ.of Central Florida
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Readings
1. Anthonissen, Peter (2008) Crisis Communications. Kogan Page. Web:

www.slideshare.net/kriznekomunikacije/crisis-communication13617250?related=3
2. CDCP (2006) Multistate Outbreak of E. coli O157 Infections Linked to
Taco Bell. Centers for Disease Control and Prevention. U.S.
Department of Health & Human Services. Web:
www.cdc.gov/ecoli/2006/taco-bell-12-2006.html
3. Page, Arthur (2012) Carnival Corporation: The Costa Concordia
Crisis. Arthur W. Page Society. Web: www.awpagesociety.com/wpcontent/uploads/2013/03/Carnival-Corporation-Case-A-and-B.pdf
4. Tipping Point PR (2012) Crisis Communication Planning. Web:
www.slideshare.net/TippingPointPR/crisis-communicationsplanning?related=2
5. Wilson, Beth (2013) Crisis Communication Plan. Web:
www.slideshare.net/bethbwilson/crisis-communication-plan15937744?related=1
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Course : Crisis Communication (1509CC04)
elearning.lspr.edu
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Course : Crisis Communication (1509CC04)

LSPR eLearning Program

Session Topic : Good Crisis Communications

By Syafiq B. Assegaff, MA, MD, CBM, IAPR

Crisis: James Grunigs Advice

Good Crisis Communications starts away before an

Crisis: Grunigs 4 Principles

4 Principles of Crisis Communications - Grunig

Crisis: Grunigs 4 Principles (Cont.)

Listening to Your Audiences

What are the issues that are surfacing in chat rooms ?

Crisis: Audiences (Cont.)

3 Elements to Measure Your Effectiveness During A Crisis

Which type of measurement you select should be driven by your internal

Crisis: Effectiveness (Cont.)

Crisis: Intel Pentium Shake

In the infamous case of Intel Pentium,

Crisis: Levis Novel Approach

In the case of Levis first-ever layoffs,

Actions Speak Louder than

Crisis: Initial Response

Initial Crisis Response Best Practices

Source: Coombs, http://www.instituteforpr.org/crisis-managementcommunications/

Watch longer version of Dr. Coombs video !

1. Anthonissen, Peter (2008) Crisis Communications. Kogan Page. Web:

Course : Crisis Communication (1509CC04)

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